Empathetic communications for cost-of-living
While everyone’s reality is different, organisational communications need to reflect and demonstrate empathy for employees facing economic and employment uncertainty.
People wellbeing was already high on organisational agendas thanks to the pandemic, but in the current economic turmoil we’re seeing financial wellbeing firmly at the top of employees’ list of concerns.
To put that into context, three in four UK adults feel ‘very or somewhat’ worried about the rising cost of living (ONS). In fact, job site CV-library reports that three quarters of Britons are looking to change jobs in search of better pay and wellbeing.
But how can internal communicators support and engage employees with such a delicate, difficult and personal subject?
In Sequel’s Q1 Trends Report 2023 we take an in depth look at how being thoughtful, considerate and consistent in our wellbeing communications supports a culture of compassion and trust.
According to HR Magazine’s State of Financial Wellbeing research, HR and employees have differing views on quality of workplace financial wellbeing provision, data finds (peoplemanagement.co.uk) 93% of organisations now have a financial wellbeing policy including offering cost-of-living payments, pay rises, free food in offices, and help with bills.
Our clients also tell us that they have recently offered cost-of-living payments, pay rises, free food in offices and help with bills if needed.
However only 52% of employees agree, showing a clear disconnect, which is where internal communication can make a real difference.
With this in mind, communicators can help by creating a supportive culture, raising awareness of the support on offer, providing tips and advice, and encouraging conversation.
You could consider running workshops with your finance team to cover issues such as budgeting.
Crucially though, it’s vital to get line managers on board so they are empathetic, flexible and understanding when it comes to cost-of-living and wellbeing issues.
Here’s our suggestions for the top three things you can do to help get the right balance:
- Know your people – run listening groups and reach out to people so you understand their reality
- Pilot your comms – ask focus groups to test your approaches and comms for sensitivities and tone before you send them out
- Share and repeat – don’t assume people are aware of something just because you told them once and, if your company does introduce support, make sure to shout about it
Go to Employee engagement content – Sequel Group for more details of how we are helping clients solve challenges and delivering impact.
